I work in advertising. As a creative strategist and copywriter for DTC brands, I collect ads like gold.
Here are the top 7 ads that you should be testing for your DTC brand right now…
1. The Benefit Pointer Ad
A simple ad listing all the benefits works well for most brands.
Ensure that the benefits are told in simple language and the visual grabs and holds attention.
2. The Storytelling Ad
This ad feels like a real conversation.
All it does is tell the story of someone who tried your product.
It follows a 3-part structure:
Cannot go wrong with this.
3. The USP Ad
Simply list all the unique and differentiating factors that make you better than the competition.
Could be a video playing in the background or a static ad.
Pro tip: Focus on offer details too. Not just standalone USPs.
4. The Before/After Ad
Nothing shows results better than a good before/after ad.
While it is supremely effective by itself, Hims does it best.
→Shows the result
→Shows the product
Make the most of it.
5. The Educational Ad
Just like the storytelling ad, this one’s an indirect sell.
The ad leans in to educate the viewer on ingredients and then sells the product that has the same ingredients.
Reminder: Lead with value. Make ads that don’t look like ads.
6. The Testimonial Ad
Find a short, crisp, and emotionally charged testimonial.
Attach it to your product’s image.
Notice how this testimonial focuses on the human desire to be appreciated by their partner.
7. The Bold Statement Ad
Present a bold, declarative headline up top.
Ideally, this should be a big idea.
Then show how your product supports that big idea.
I love how Athletic Greens does it.